Business program of the Euro Shoes Premiere Collection exhibition
06.02.2019 6070

Business program of the Euro Shoes Premiere Collection exhibition

February 26

11: 30-12: 30 - “Optimization of sales in a shoe store”

  • How to calculate the number of pairs of shoes that you need to have in a store for successful sales?
  • how to present shoes so that they attract the attention of customers?
  • How to calculate the number of sellers in a shoe store?
  • How to apply the acquired knowledge in your store?
Natalia Chinenova Natalia Chinenova -
Natalya Chinenova, chief consultant on business technologies in retail at Fashion Consulting Group.


12.30 - 13.30 - “How will customer service change in the near future: main trends”

  • what and how will change in customer service?
  • What key aspects of customer service will be relevant in the coming years?
  • How do technologies help build a “human face” service?
  • a new generation of customers: how to build relationships and how to attract generation Z?
  • robots vs humans? What will the perfect service look like in the coming 10 years?
Elena Stolyarskaya Elena Stolyarskaya -

Chief Service Specialist, Fashion Consulting Group.


14: 00 -15: 00 - “How to make your shoe and accessories store a magnet for buyers. Lifehacks visual merchandising »

  • on stage - a new millennial customer;
  • new shopping trends;
  • how to make a store a magnet, and why is the atmosphere our “everything”?
  • How to show all the goods in the hall without a seller?
  • how to attract a buyer to the store, how to create an entrance zone-magnet?
  • what equipment it sells: store design vs brand DNA.
Anna Balandina Anna Balandina -

owner of visual communications agency VM Guru, market expert in visual merchandising and store design.

@anna_balandina_vmguru, @vm_guru,

15: 00-16: 00 - “Perfect sales. Only for managers of the shoe business " 

  • what does the buyer want?
  • long-term customer loyalty: what are the benefits?
  • two main principles for increasing sales;
  • What needs to be changed in your store for sales growth right now?
Maria Gerasimenko Maria Gerasimenko -

CEO of Fashion Advisers and the first online school for fashion business Fashion Advisers School, expert in business management and development, business coach. Fashion business management experience - more than 12 years. Successfully defended 2 MBA dissertations (Mirbi International Higher School of Economics, Russia, Moscow, 2013) and London Metropolitan University (Great Britain, London, 2017)

Main areas of activity: strategic and anti-crisis management of the shoe business, assortment matrix management, development of motivation programs, conducting trainings in the field of management, service and sales. Clients include: Unichel, Tamaris, s'Oliver, Kotofey, Rieker, Sinta Gamma, Helly Hansen, Rusocks and others.

February 27

11: 30-12: 30 - “Business development and increased sales in retail and online stores. How to attract customers without investment "

  • The best ways to appear in the path of your customer online and offline without attachments.
Alexey Yuzhaninov Alexey Yuzhaninov - Business coach, CEO and head of the company “Growth Point”, the area of ​​activity is consulting services to increase sales.

13: 00-14: 00 - “The role of the input group in shaping the store’s image”

  • trends in store design. Which stores attract modern consumers? How often do you need to visually update your store so that it is in demand?
  • design of the facade of the store: what to pay special attention to?
  • entrance area of ​​the store. What methods exist for highlighting an input group? Do all the stores need an entrance group?
Marina Polkovnikova Marina Polkovnikova -

– founder and CEO of VMC Retail, an expert in the field of commercial merchandising and store building. Clients include the brands Caprice, 12 storeez, Skolkovo, KOTON, Loriblu, I am studio, Cavalli class, CPM Moscow, OZ Mall, FORUM shopping center, Colliers, Asia Park, I Mall Esplanade, etc.

15: 30-16: 30 - "10 ways to" close "a client for the sale of shoes and accessories" 

  • psychology of customer decision-making about a purchase;
  • How to get around the internal “persuasion” of customers and make a purchase?
  • the magic of the rule of three yes: what is it.
Evgeny Danchev Evgeny Danchev -

business coach, consultant, expert in increasing sales of the fashion market. Author of the book "A Practical Guide to Increasing Sales of Shoes and Accessories". Author of sales scripts "60 responses to customer objections in a retail shoe store" and "Standards for retail shoe sales." Creator of an online school for fashion market leaders.


Time - February 26 from 11:30 to 16:00, February 27 from 11:30 to 16:30 Venue - conference hall No. 1 in the passage between pavilions 4 and ...
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